Here we provide answers to the most common questions. However, if you have a question which is not covered here, please feel free to contact us - and we'll do our best to provide an answer.

How long will it take for my Multilingual Microsite to become effective?

Although the comments and links provided here are related to Google, they will largely apply to other search engines. Timing and effectiveness will depend on 3 main factors:

• The time taken by the online search engines to index the Microsite: Crawling can take anywhere from a few days to a few weeks. Be patient and monitor progress using either the Index Status report or the URL Inspection tool. Requesting a crawl does not guarantee that inclusion in search results will happen instantly or even at all. We have no influence or control over this factor.
• The Page Ranking awarded by Google: These depend upon the algorithms used by Google. We monitor the published information on these algorithms and use our best efforts to ensure as high a ranking as possible for your Multilingual Microsite.
• Searchers looking for and finding your products or services: This depends entirely on (a) whether there is demand for your products and services (b) how well you have written the sections describing your company, its products and services and (c) the effectiveness of the additional keywords and phrases. You must still try to stand out from the competition.

How can I check if my Multilingual Microsite can in fact be found by foreign language searches?

The "Keywords and Phrases" section of your Microsite Profile is probably the most important for attracting foreign language searches. You should use keywords and phrases that highlight your products and services*, distinguishing you from your competitors.

To test the effectiveness of these keywords and phrases:

1. Wait a couple of weeks to allow the online search engines to index your microsite.
2. Make searches yourself using keywords and phrases from foreign language versions of your microsite**.
3. Check the results.
4. If your microsite is not found, try adding new keywords and phrases – and repeat the process.

*Where possible you should avoid using generic terms – everybody includes these, making it very difficult to stand out on any online search (e.g. if you sell “handbags”, the phrase “Italian designer leather handbags” is much better than just the keyword “handbags” ).

**Please note that these keywords and phrases will be translated and published as metadata in the Headings of each language version of your Microsite. Although they will not be visible, they will be indexed by the search engines. Depending upon your browser, you can view these keywords by right clicking on the Microsite web page and choosing "View Page Source" (or similar). You will see the keywords near the top of the page following the string:

<meta name="keywords" content=”

How do Multilingual Microsites compare to Google Ads?

Although both services are designed to channel traffic to your website, they differ in how they do this. This does not mean that they offer competing services, but rather that they are complementary.

The differences can be summarised as follows:

Service Summary

The Multilingual Microsites offer a much wider reach in terms of the number of keywords and phrases covered. Google Ads is focused on a small number of keywords and phrases and is part of a suite of Google's advertising services & tools to help companies create, manage and analyse their online marketing and advertising campaigns.

Cost

• You pay Google Ads on the basis of an agreed cost per click to your website from the Google Search results page to an agreed ceiling. Once this ceiling has been reached, the service stops.
• You pay an annual subscription for your Multilingual Microsite. That’s it. There is no limit to the number of clicks to your website.

Keywords & Phrases

• With Google Ads you choose a single keyword or phrase for the basis of the service – in a single language. (You can of course have a number of contracts covering multiple keywords or phrases.)
• The Multilingual Microsites are in effect pages crammed with keywords and phrases – replicated in each of the 35 languages offered.

We would suggest that you first try the Multilingual Microsites. When you have a clearer idea which keywords and\or phrases – and in which language – are the most effective for you, you can then use Google Ads to further promote these keywords or phrases in a dedicated advertising campaign.

Once I have paid my annual subscription, is there anything else to pay?

No. TTS covers the hosting costs and all translation costs. You can make as many changes to your Microsite as you wish – with no extra charges to pay.

If you add any extra languages during my subscription. Will these apply to my Microsite and is there anything extra to pay?

Yes, as we add languages, these will be automatically applied to your Microsite.

No, there will be no extra charges.

What will be the address to my Microsite?

The address will be in the format:

https://www.ExpoWorld.cloud/MM/GB/Company_Name/fr.html

In this example, “GB” indicates a British company and “fr” the language of the specific page in French (“de” would be the German page, “it” the Italian page and so on). The "Company_Name" is the name of the company chosen by the subscriber on the relevant configuration page.

Can I see each language version of my Microsite?

Yes, once you have saved and published your Microsite, a few seconds later, you can view each language page; all 35 of them.

Can I edit the text of a specific language?

No. You can edit your Configuration Pages, but the translated pages cannot be edited separately.

Why Export? Isn't it risky?

There are certainly more factors to be taken into account when exporting and importing. However, there are support services that can help you deal with these (see: ExportersAlmanac and ExpoUK). In fact, there are good reasons why exporting reduces your risk profile and can help your domestic sales.

• Risk Reduction: If one market goes down there is a good chance that your other markets will at least remain stable if not actually increase.
• Balancing Production Schedules: If your domestic product is seasonal, you can sell it to countries with coinciding seasons or, better yet, whose seasons start when yours ends.
• Improving Economies of Scale: With increased export production and sales, you can achieve economies of scale.
• Extending Product Life Cycles: Pursue exports in markets that still value goods no longer in demand in the domestic market.
• Gain New Knowledge and Experience: Going international can yield valuable ideas and information about new technologies, new marketing techniques and foreign competitors.

What do I do when I am contacted in a language I don’t speak?

Initially you can use DeepL or Google Translate to translate incoming and outgoing message. However, should things develop such that you need greater certainty as to the quality of the translation and\or need an interpreter, then we would recommend that you use an outside agency such as PAB.

• For International Users see the Translation Services in The ExportersAlmanac.
• For UK subscribers see the Business Section on Language Services in ExpoUK.cloud.

A Foreign Visitor comes from a foreign language page of my Microsite to my English language Home Site. Is that a problem?

Clearly in an ideal world, they would arrive in your Home Site in a section which Is in the same foreign language as the Microsite page. However, they will be already aware that your company is based in the UK. They should not therefore be surprised to land on an English language page. Also, given that you provide deep links to the relevant sections of your Home Site, they should not have too many problems navigating your site. If they really cannot read English, if they are using Chrome, they have the option of activating Chrome’s automatic translation tool by clicking “Translate” on the right of the address bar.

What do I do if I am contacted about an export to a country that is new to me?

You can find help from a number of resources depending on the nature of the help you need.

• For International subscribers see Support Services in the ExportersAlmanac.
• For UK subscribers see the Business Sections on Export Services, International Logistics and Finance in ExpoUK.cloud

If you want to find out more about the country that you may be exporting to, the Country Profiles section in the ExportersAlmanac covers all the countries in the world.

You include a Russian language translation. Isn’t Russia subject to international sanctions?

Yes, Russia is subject to international sanctions - but this does not prohibit all trade with the country. Moreover, the Russian language is spoken in many other countries, not subject to sanctions (most of them are former members of the Soviet Union and some are now members of the European Union).

I’m worried about breaking international sanctions – there are so many of them.

The following are the official sanctions lists which you can check – taking into account where you are registered and where you have any trading interests:

• The UK.
• The European Union.
• The United States.
• The United Nations.

What do I do if I am contacted but I’m not interested in the proposal?

You can of course just ignore it. However, politeness never hurt anyone and you can simply draft a brief email response of "thanks but no thanks, at least for the moment." - You can even quickly translate your response into the correspondent's language using Google Translate. You never know how this may pay off in the future. Karma may apply ;-)

How do you classify Industry Sectors?

We provide an Industry Sector hierarchy on 4 levels. These groupings and hierarchy are based on those used by most international Industry Sector classifications (e.g. SIC, ISIC and NACE codes). We made the decision to provide a simplified hierarchy because:

1. We believe that the industry hierarchy tree is relatively self-explanatory and easy to use.
2. We doubt that online searches are made on the basis of international industry codes – but rather by industry and/or activity descriptions.

We also recognise that the industry sector descriptions used in the international product classification systems are there because they are widely used and therefore more likely to be used for online searches. Furthermore, there are internationally recognised translations of these industry sector descriptions which are particularly useful when automating the translation of the Microsites.

How do you classify Products?

We provide a Product Hierarchy on 3 levels. These groupings and hierarchy are based on those used by most international (e.g. HS and CN Code Systems). We made the decision to provide a simplified hierarchy because:

1. We believe that the product hierarchy tree is relatively self-explanatory and easy to use.
2. We doubt that online searches are made on the basis of international product codes as such, but rather by product descriptions; and these descriptions are reasonably standardised across the different system.

We also recognise that the product descriptions used in the international product classification systems are there because they are widely used, and therefore more likely to be used for online searches. Furthermore, there are internationally recognised translations of these product descriptions which are particularly useful when automating the translation of the Microsites.

What do I do if I cannot find a Product or Industry Sector Description which applies to me?

International Product Definitions are largely the result of international trade negotiations from the 19th and 20th centuries. Therefore, we recognise, that they:

• Can, in some instances, seem archaic.
• May not cover the detailed descriptions and definitions you require.

The same situations may also be found for the Industry Sector definitions.In the cases where there is something which either does not cover or only partially covers your activities, products or services you should:

1. Choose the options closest to your activities and products;
2. Use the Brief Description in Section 1 of the Configuration Page to list the information which is not covered by the Industry or Product sections; and/or
3. Use Section 1: Keywords and Phrases to publish the missing information.

N.B. In the case of service providers, you will not find Product Descriptions for services, so you should leave these blank – and then cover your situation with points (2) and (3) above.

My Multilingual Microsite is generating genuine interest from a particular country. What should I do next?

Typically, the next steps to be taken are:

1. Translate some or all of your Home Site and marketing collateral. (PAB can give you a no obligation quote for this.)
2. You initiate a direct marketing campaign in that country by:

• Contacting Kompass requesting a quote for a list of relevant companies in that country – with contact details.
• Checking to see if there are any relevant trade events in the country concerned.
• Checking what support your local Chamber of Commerce or government agency* can provide.

*UK companies can also check ExpoUK\Support Services\